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| Introduction |
Included in the Sunday Times' Top 10 Best Selling Business Books (28 Oct 2001), Jobber is the essential text for Principles of Marketing courses. |
| Description |
Principles and Practice of Marketing has long been recognised as providing an authoritative and comprehensive introduction to the study of marketing. This third edition of the best selling introductory marketing textbook has been fully revised, retaining the rigour, clarity and readable style that has helped to make it so successful. The new edition features a brand new chapter on the Internet and Online Marketing, bringing the text fully up-to-date with recent developments in e-commerce. Students are provided with numerous examples, new contemporary cases and questions, and the addition of Internet Exercises in each chapter allows students to explore marketing in more detail over the web. There is also expanded coverage of marketing ethics and relationship marketing integrated throughout the book. The new edition will be supported with an Online Learning Centre website, providing lecturers and students with a comprehensive range of downloadable teaching and learning materials to accompany the book. This will include extra case material from the UK, Eire and Europe, self-test questions, lecture and revision notes, weblinks and more. |
| Key Features |
| Author Biography |
David Jobber is a Professor of Marketing. He is an internationally-recognised marketing academic. His research interests include the use of mail surveys in marketing research, selling and sales management. He has written two books and edited a third. |
| Table of Contents |
Part 1. Fundamentals of Modern Marketing Thought. 1. Marketing in the Modern Firm. 2. Marketing Planning: An Overview of Marketing. 3. Understanding Consumer Behaviour. 4. Understanding Organisational Behaviour. 5. The Marketing Environment. 6. Marketing Research and Information Systems. 7. Market Segmentation and Positioning. Part 2. Marketing Mix Decision. 8. Managing Products. 9. Developing New Products. 10. Pricing Strategy. 11. Advertising. 12. Personal Selling and Sales Management. 13. Direct Marketing. 14. Online Marketing. 15. Other Promotional Mix Methods. 16. Distribution. Part 3. Competition and Marketing. 17. Analysing Competitors and Creating a Competitive Advantage. 18. Competitive Marketing Strategy. Part 4. Marketing Implementation and Application. 19. Managing Marketing Implementation, Organisation and Control. 20. Marketing Services. 21. International Marketing. |
